Campaign Development, Copywriting, Design
Oregonian Marketing, the marketing arm of The Oregonian, offers a full suite of digital advertising and marketing services. Unfortunately, most businesses don’t know it. To many, they’re still just a dusty old newspaper with print ads.
So they brought us on board to create a print and digital campaign with clear, smart messaging to begin telling a new story.
First we interviewed key players on The Oregonian’s sales staff to learn what pitches had been working best for them in the field. That provided the core of the concept we developed further.
The messaging centered around a few common misconceptions about Oregonian Marketing. One, that they didn’t offer digital services at all. Or that they didn’t have advanced digital marketing tools with experts who know how to use them to get results. And they wanted to call attention to their own success in the digital space, since their customers leverage the same tools and expertise.
The tone of the campaign was a departure for the company. In the past, they’d relied on dry, just-the-facts ads that failed to move the needle. This time they let us move in a different direction, adding some sly humor and even a little swagger.
We produced five versions each for print and digital display. The final ads were built using ad styles we’d developed for them previously.
OOH, radio scripts and promotional emails are currently in development.